US20090281852A1 - Closed-Loop Referral System And Method - Google Patents

Abstract

A closed loop referral system and method is disclosed. According to one embodiment, a computer-implemented method, comprises embedding a tracking code into a first website. The tracking code communicates with a referral system. A user interface is provided on a browser for the first website. The browser is directed from the first website to a second website. Upon performance of a user action on the second website, the tracking code is executed. The tracking code communicates with the referral system to direct the browser to a third website determined by the referral system.

Description

• The present application claims the benefit of and priority to U.S. Provisional Patent Application No. 61/051,314 filed on May 7, 2008, and is hereby incorporated by reference.
FIELD
• The field of the invention relates generally to computer systems and more particularly relates to a closed loop referral system.
BACKGROUND
• In the era of the Internet, online marketing has become a powerful tool for promoting products and services in an online market that has never existed in the paper age. In order to maximize their exposure to online users, online advertisers use various techniques. Online merchants may pay to place their products and services on the search result page to enhance their exposure at their own cost.
• Another technique of online marketing utilizes a website to attract users by providing useful information. When a user visits the website, the user may be directly or indirectly provided with advertising materials. The more users visit the website, the more valuable the website becomes to the advertisers. Even better is that a new user visiting the website registers with the service of the website and provides personal information such as his/her age, residence, personal interests, etc. Such personal information may be used to provide more focused advertising to the user, therefore online advertisers usually value a registered user higher than an anonymous user.
• An online referral system directs its clients to other affiliated websites and generates revenue based on the frequencies and quality of the referrals. For example, the total number of clients referred from a website to an affiliated website may be used to calculate the referral fee basis. The number of successfully registered clients as a result of referral may be valued higher than a non-registered referral. Typically, referral fees are based on a contract between the referring party and the referred party. Tracking the number of the referred clients is important to correctly calculate the referral fees.
SUMMARY
• A closed loop referral system and method is disclosed. According to one embodiment, a computer-implemented method, comprises embedding a tracking code into a first website. The tracking code communicates with a referral system. A user interface is provided on a browser for the first website. The browser is directed from the first website to a second website. Upon performance of a user action on the second website, the tracking code is executed. The tracking code communicates with the referral system to direct the browser to a third website determined by the referral system.
• The above and other preferred features, including various novel details of implementation and combination of elements will now be more particularly described with reference to the accompanying drawings and pointed out in the claims. It will be understood that the particular methods and apparatus are shown by way of illustration only and not as limitations. As will be understood by those skilled in the art, the principles and features explained herein may be employed in various and numerous embodiments.
BRIEF DESCRIPTION OF THE DRAWINGS
• The accompanying drawings, which are included as part of the present specification, illustrate the presently preferred embodiment of the present invention and together with the general description given above and the detailed description of the preferred embodiment given below serve to explain and teach the principles of the present invention.
• FIG. 1 illustrates an exemplary webpage of a closed-loop referral system, according to one embodiment;
• FIG. 2A illustrates an exemplary block diagram of a closed-loop referral system, according to one embodiment;
• FIG. 2B illustrates an exemplary network diagram of a closed-loop referral system, according to one embodiment;
• FIG. 3 illustrates an exemplary confirmation page, according to one embodiment;
• FIG. 4 illustrates an exemplary redirection process using a tracking code, according to one embodiment; and
• FIG. 5 illustrates an exemplary computer architecture for use with the present system, according to one embodiment.
• It should be noted that the figures are not necessarily drawn to scale and that elements of similar structures or functions are generally represented by like reference numerals for illustrative purposes throughout the figures. It also should be noted that the figures are only intended to facilitate the description of the various embodiments described herein. The figures do not describe every aspect of the teachings described herein and do not limit the scope of the claims.
DETAILED DESCRIPTION
• A closed loop referral system and method is disclosed. According to one embodiment, a computer-implemented method, comprises embedding a tracking code into a first website. The tracking code communicates with a referral system. A user interface is provided on a browser for the first website. The browser is directed from the first website to a second website. Upon performance of a user action on the second website, the tracking code is executed. The tracking code communicates with the referral system to direct the browser to a third website determined by the referral system.
• In the following description, for the purposes of explanation, specific nomenclature is set forth to facilitate an understanding of the various inventive concepts disclosed herein. However, it will be apparent to one skilled in the art that these specific details are not required in order to practice the various inventive concepts disclosed herein.
• The present system and method also relates to apparatus for performing the operations herein. This apparatus may be specially constructed for the required purposes, or it may comprise a general-purpose computer selectively activated or reconfigured by a computer program stored in the computer. Such a computer program may be stored in a computer-readable storage medium, such as, but is not limited to, any type of device including flash memory devices, floppy disks, optical disks, CD-ROMs, and magnetic-optical disks, read-only memories, random access memories, EPROMs, EEPROMs, magnetic or optical cards, or any type of media suitable for storing electronic instructions, and each coupled to a computer system bus.
• The methods presented herein are not inherently related to any particular computer or other apparatus. Various general-purpose systems may be used with programs in accordance with the teachings herein, or it may prove convenient to construct more specialized apparatus to perform the required method steps. The required structure for a variety of these systems will appear from the description below. In addition, the present invention is not described with reference to any particular programming language. It will be appreciated that a variety of programming languages may be used to implement the teachings of the invention as described herein.
• The present system and method may be used in various embodiments and applications. In order to illustrate the usage and benefits of the present system and method, the following use cases are disclosed. However, it is appreciated that the present system and method may be applied in a variety of ways and conditions, and the following exemplary use cases are not understood to limit the scope of the present subject matter.
• FIG. 1 illustrates an exemplary webpage of a closed-loop referral system, according to one embodiment. The closed-loop referral system provides a mechanism for redirecting users to any designated location instructed by the closed-loop referral system after directing the users to external websites151. An external website151 herein refers to any website that can reached fromwebpage100 via a network. Links150 to external websites151 may appear onwebpage100 as hyperlinks or clickable or actionable web objects such as flash banners, images, hover areas, etc. Alternatively, each external website151 may appear in a frame110 ofwebpage100. In the latter case, the closed-loop referral system rendersexternal website151 a as a part of thewebpage100 because theexternal website151aappears to be embedded onwebpage100 throughframe110a.It is appreciated that the links150 to external websites151 may appear in a variety of manners achievable with the current web technology, thus are not limited to the present examples.
• Webpage100 may be hosted by a third party. Each external website151 may be provided with a tracking code255. When a user leaves website151a-b,the user's web browser can be redirected to a designated website. After the user leaveswebpage100 to view a webpage of an external website151, the user's web browser does not lose its connection with the closed-loop referral system. Tracking code255 allows the closed-loop referral system to retain a connection with the user's web browser in a closed-loop after the user leaveswebpage100.
• FIG. 2A illustrates an exemplary block diagram of a closed-loop referral system, according to one embodiment. Using a web browser, a user visits awebpage200.Webpage200 includes one or more links250 to external websites251. Upon clicking onlink250a,the user's web browser loadsexternal website251aas indicated by asymbolic arrow221. The user views and interacts withwebsite251a.After performing an action while onwebsite251a(e.g., filling out a form), trackingcode255ais loaded. For example, a “submit”button253 onwebsite251ais pressed to load tracking code255. In another example, the user hovers the mouse cursor on an actionable web object to load tracking code255. It is appreciated any action can be programmed and linked to load and execute tracking code255.
• In response to a user action, trackingcode255acommunicates with the closed-loop referral system to perform one or more operations based upon parameters provided by the closed-loop referral system. The parameters may include information such as personal information of the user, thewebpage200 that the user initially visits, thewebsite251athat the user visits by selectinglink250a,and the type of action to perform upon performance of a user action. The parameters are provided by the closed-loop referral system that stores them in a cookie that is transmitted to the user's computer. The cookie may be transmitted when the user clicks on the link2501. While visitingwebsite251a,a particular user action may also generate new parameters dynamically that may be used to determine the next website (e.g.,webpage200,website251b) to redirect the user's browser. Using the present system, the connection between the user's web browser and the closed-loop referral system is maintained.
• According to one embodiment, once a user takes an action onwebpage251a(e.g., clicking the “submit” button253), the user is presented with aconfirmation page260.Confirmation page260 may also allow the closed-loop referral system to receive a message (e.g., thank you message) to be displayed to the user. After the user clicks the “OK”button261, the user is redirected back towebpage200. In another embodiment, the user's web browser is redirected to anotherexternal website251b.Tracking code255amay be loaded and executed when the user clicks the “OK”button261 instead of the “submit”button253. It is noted thatconfirmation page260 is optional and trackingcode255amay be loaded without using aconfirmation page260.
• According to one embodiment, a tracking code255 is embedded in each of the external websites251 such that the user's specific action (e.g., click on the “OK” button on theconfirmation page260, hovering over a web object) triggers the execution of the tracking code. According to another embodiment, the tracking code255 is stored on a remote server (e.g. the web server of the closed-loop referral system) accessible from the external website251. The tracking code255 reads the redirection parameters stored in the cookie on the user's computer and guides the browser to direct the user to a designated website. The user may be directly sent to anotherwebsite251bwithout returning to thewebsite200 as specified by the redirection parameters of the closed-loop referral system.
• When a user leaveswebpage200, the user's browser is redirected to the closed-loop referral system. The closed-loop referral system provides a cookie including one or more ID numbers to the user's computer. After the cookie is transmitted to the user's computer, the closed-loop referral system redirects the user's browser towebpage251a.When the user takes an action onwebpage251a,the tracking code255 that is either embedded inwebpage251aor exists in webpage251's server environment is loaded. Once the tracking code255 is loaded, the system reads the cookie on the user's computer, and searches its database to match the corresponding ID numbers from the cookie to take certain actions, such as redirecting the user's browser to anotherwebpage251b.The tracking code255 may also invoke a time delay or prompt a download or installation.
• The tracking code enables a user who has left a website to return to the website or be redirected to a designated website by the closed-loop referral system. Without the closed-loop referral system, the user would be left in the next website's control, and the user is not shown additional advertisements as the advertiser ofwebsite100 or the closed-loop referral system intends.
• FIG. 2B illustrates an exemplary network diagram of a closed-loop referral system, according to one embodiment. Closed-loop referral system220 contains adatabase270 that stores ID table271. ID table271 includes a mapping of ID numbers to particular information. For example, an ID number may map to a user's name, a URL, a particular advertising campaign, or similar information. An ID number may also map to a series of operations that are to be performed by closed-loop referral system220,websites221, anduser computer222.Database270 also stores user account information, user habit data, campaign IDs, partner IDs, website URLs, etc. ID table271 may be used to link ID numbers with URLs, names, and/or values. For example, trackingcode255acommunicates with closed-loop referral system to exchange ID numbers to perform an operation (e.g., redirect the user's browser to a website). Closed-loop referral system220 is linked toexternal websites221a-dand a user'scomputer222 vianetwork205.Webpage200 may be hosted on any of theexternal websites221a-dor by closed-loop referral system220. Each of theexternal websites221a-dincludes tracking code255 that communicates with closed-loop referral system220 when directing a user's web browser to anexternal website221. For example, when a user's web browser is directed fromwebsite221atowebsite221b,a cookie is dropped on the user'scomputer222 that stores the ID numbers of both thewebsites221aand221b.The tracking code225bofwebsite221bcommunicates with closed-loop referral system220 to identify ID numbers incookie256. The ID numbers may be used to generate a URL that is associated with the closed-loop referral system220. The closed-loop referral system220 interprets the parameters provided in the URL to determine an appropriate operation to perform such as to direct the user's browser to a particular website.
• The user's personal interests and habits may be monitored and analyzed by the closed-loop referral system220 over time and by tracking various locations that the user visits. The next time the user revisits thewebsite200, the closed-loop referral system220 provides advertisements customized for the specific user.
• Closed-loop referral system may be used for various applications. According to one embodiment, the closed-loop referral system is used with a video rental site. Thevideo rental website200 may offer various free online movies from affiliated online video rental sites such as Blockbuster and Netflix. The affiliated businesses embed a tracking code in their websites to redirect the user to the originating website. For example, a user clicks on the Blockbuster advertisement onwebpage200 and is directed to Blockbuster'swebsite251a.After completing a free trial form, the user is prompted with aconfirmation page260. By clicking the “OK”button261, the user is redirected to the nextvideo rental site251bthat offers an alternative rental service program, for example, Netflix. The tracking code embedded in Blockbuster's website communicates with closed-loop referral system to identify the next web location (e.g. netflix.com). Tracking code255 may contain a pre-specified web location or dynamically query the closed-loop referral system220 to download the next web location such that the closed-loop referral system200 retains control of the user's navigational experience.
• According to another embodiment, the closed-loop referral system is used with an education portal site. The education portal site may offer a search feature tailored to a specific user's need. For example, a user may wish to find vocational schools in a particular geographical area. Links to each vocational school251, found as a result of the search, appear on themain webpage200. If the user is interested in knowing more about a school appearing on thewebpage200, the user clicks on the link251 and is directed to the school's webpage, forexample webpage251a.The user fills in the registration form to receive more information about the school's program or complete the online registration. After completing the registration form onwebpage251a,the user is prompted with aconfirmation page260.Confirmation page260 includes an “OK” button. By clicking the “OK” button, the user may initiate communication between the tracking code and the closed-loop referral system that directs the user's web browser towebpage251bof the next school in the queue. The user may perform a registration process for the next school.
• FIG. 3 illustrates an exemplary confirmation page, according to one embodiment. A user redirected from an originatingwebpage200 fills in a web form and submits it. The user is then prompted with aconfirmation page260 that has an embedded code, for example:
• • <script src=“http://www.yourdomain.com/thankyoupage”></scritt>.
    The script “thankyoupage” on “www.yourdomain.com” is loaded and executed. This may be initiated upon a particular user action (e.g., clicking the “OK”button261, hovering, filling a form) or may be initiated once theconfirmation page260 is loaded. Themessage262 may be retrieved by tracking code255 from closed-loop referral system220. The user is directed to the next website as identified by closed-loop referral system220 communicating with tracking code255.
• According to one embodiment, parameters are stored in a cookie that the closed-loop referral system provides to the user's computer. The parameters are passed to tracking code255 upon a particular user action (e.g., the user's successful completion of a form) on the directed website. For example, the redirection parameters are stored as a uniform resource locator (URL),
• • http://www.thesystem.com/aaa/bbb/ccc/ddd/eee/ff,
    where “thesystem.com” is the domain name of the closed-loop referral system220; aaa is the type of action (e.g., thankyoupage, etc.); bbb is an ID number of the site name that the user came from (e.g., www.blockbuster.com, www.netflix.com); ccc is a user ID (e.g., to track user information such as name, etc.); ddd is a site ID (e.g., a site to send the user to after completing an action); eee is a campaign ID (e.g., America Online as an advertiser or an identifier of a referral publisher, what campaign was running to get user to the system, etc.); and fff is a tracking ID (e.g., a tracking identifier, the particular ad group within the publisher, or tracking of a keyword, impressions, publisher sites, video objects, phone numbers generated, click-to-call action items, etc.). It is appreciated that other redirection parameters may be used to achieve efficient and useful exchange of data between the user's computer and the closed-loop referral system, and thus are not limited to the present examples.
• FIG. 4 illustrates an exemplary browser redirection process using a tracking code, according to one embodiment. Tracking code255 is embedded in an external website221 (401). The tracking code255 is capable of communicating with closed-loop referral system220. A link to anexternal website221 is provided on a webpage (402). The webpage may include many links toexternal websites221. A user clicks a link on external webpage221 (403). Upon, clicking the link, closed-loop referral system220 generates acookie256 and transmits it to the user's computer222 (404). Thecookie256 is stored on the user'scomputer222 and is later used by the tracking code255 to identify the next website (405). After thecookie256 is stored, the user's web browser loads theexternal website221 that also has embedded tracking code255 (406). The user may perform an action that executes tracking code255 (407).
• The parameters (e.g., aaa/bbb/ccc/ddd/eee/fff) stored incookie256 are used by tracking code255 (408). The tracking code255 parses the parameters (409). The tracking code255 examines the parameter “bbb”, (e.g., the ID number of a particular website), and queries the closed-loop referral system220 to find a match (410). If a matching ID number for the parameter “bbb” is found (411), the cookie variable ‘siteuid’ is set to “ccc,” (412) which is the ‘user ID.’ If there is no matching ID number corresponding to the parameter “bbb,” the redirecting site is set to a default site (415) or any other designated website such that the closed-loop referral system maintains control of the user's web browser. The default site may then update the user's cookie with additional parameters, accordingly. Tracking code255 may implement any logic to execute a set of instructions (413). The user is redirected to the designated website (414).
• The closed-loop referral system allows the referring site to stay in control of a user who might be directed to another website. Referring toFIG. 1, a third party'swebsite151ais embedded intowebsite100 in a framed environment. A user interacts with the third party'swebsite151 a without leavingwebsite100 because the website is embedded inwebsite100 in frame101a.The user may selectother websites151b-eonwebsite100 anytime even during the interaction with the currentlyactive website151a.
• When frame110 loads a third party's website, the following actions take place in conjunction with loading the third party's website. A redirect URL may be created where the domain name of the master frame redirects to the third party URL. Prior to the redirect event, a cookie is created and loaded on to the user's web browser. The cookie may contain any kind of identifiable information about the URL to which the user is to be forwarded after completing a particular action in the third party's website.
• According to one embodiment, the entity that controls the third party URL embeds a tracking code into a confirmation page. The tracking code is loaded immediately after a desired action (e.g., clicking on the “OK” button) occurs. The tracking code calls a program that may be residing on the same domain name that initiated the redirect to the third party domain. Once the program is called, it looks for the cookie that was dropped on the user's computer and interprets the parameters (e.g., information including a URL, a log ID, etc.). The process of loading a new website and returning the browser to the original website may occur in a framed environment, as described herein. Alternatively, the closed-loop referral system using a cookie may enable the browser to return to the originally visited website without using frames.
• FIG. 5 illustrates anexemplary computer architecture500 for use with the present system, according to one embodiment.Computer architecture500 may be used to implement an online referral system with all or a part of the components shown inFIGS. 2A and 2B. One embodiment ofarchitecture500 comprises a system bus520 for communicating information, and aprocessor510 coupled to bus520 for processing information.Architecture500 further comprises a random access memory (RAM) or other dynamic storage device525 (referred to herein as main memory), coupled to bus520 for storing information and instructions to be executed byprocessor510.Main memory525 also may be used for storing temporary variables or other intermediate information during execution of instructions byprocessor510.Architecture500 also may include a read only memory (ROM) and/or otherstatic storage device526 coupled to bus520 for storing static information and instructions used byprocessor510.
• Adata storage device527 such as a flash memory, a magnetic disk or optical disc and its corresponding drive may also be coupled tocomputer system500 for storing information and instructions.Architecture500 can also be coupled to a second I/O bus550 via an I/O interface530. A plurality of I/O devices may be coupled to I/O bus550, including adisplay device543, an input device (e.g., analphanumeric input device542 and/or a cursor control device541).
• Thecommunication device540 allows for access to other computers (servers or clients) via a network. Thecommunication device540 may comprise a modem, a network interface card, a wireless network interface or other well known interface device, such as those used for coupling to Ethernet, token ring, or other types of networks.
• A closed loop referral system and method has been described. It is understood that the embodiments described herein are for the purpose of elucidation and should not be considered limiting the subject matter of the present patent. Various modifications, uses, substitutions, combinations, improvements, methods of productions without departing from the scope or spirit of the present invention would be evident to a person skilled in the art.

Claims (9)

1. A computer-implemented method, comprising:

embedding a tracking code into a first website, wherein the tracking code communicates with a referral system;

providing a user interface on a browser for the first website;

directing the browser from the first website to a second website; and

executing the tracking code upon performing a user action on the second website, wherein the tracking code communicates with the referral system to direct the browser to a third website determined by the referral system.

2. The computer-implemented method ofclaim 1, wherein the first website has a link to the second website in a frame.

3. The computer-implemented method ofclaim 1, wherein the first website has a link to the second website via a clickable web object displayed on the user interface.

4. The computer-implemented method ofclaim 1, further comprising dropping a cookie in a user computer when the browser is directed from the first website to the second website, wherein the cookie includes parameters.

5. The computer-implemented method ofclaim 1, wherein the tracking code is activated by the user action.

6. The computer-implemented method ofclaim 5, wherein the user action is clicking a button on a confirmation page.

7. The computer-implemented method ofclaim 1, wherein the tracking code calls for a redirection program.

8. The computer-implemented method ofclaim 4, further comprising providing the parameters to the tracking code.

9. The computer-implemented method ofclaim 4, wherein the parameters include site name, frame log ID, site ID, campaign ID, partner ID.

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